Content Marketing

Native advertising and branded content

Content Marketing


Geoffrey Precourt, Event Reports, IAB Annual Leadership, February 2015

This event report shows the New York Times Co.


Patrick Fuller, Warc Exclusive, March 2015

This speed read reviews and summarises the book 'Valuable Content Marketing', by Sonja Jefferson and Sharon Tanton.


Case Study

Boston Pizza Ribs
Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study reveals how Boston Pizza generated awareness and increased sales for its previously unloved ribs offering in Canada.


Institute of Communication Agencies, Gold, Canadian Advertising Success Stories, 2015

This case study shows how Hellmann's, the mayonnaise brand, created a link with 'real food' to grow sales and improve brand perceptions in Canada.


Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study explains how IKEA, the retailer, encouraged Canadians to experiment with home textiles as an affordable way to refresh their homes.


Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2015

This case study demonstrates how Quebec Pork Producers rekindled local interest in its meat in Quebec, Canada, by highlighting its versatility.


Geoffrey Precourt, Event Reports, Festival of Media Latin America, October 2014

This event report explains how Coca-Cola, the beverage company, is approaching marketing in Mexico by focussing on social, immediacy and taking a publisher mentality.


Faris Yakob, Admap, February 2015

This article argues that content marketing and traditional advertising are fundamentally opposed, because though the production systems may look similar, they have very different purposes.


Dr Paul Marsden, Market Leader, Quarter 1, 2015

This article explores how art can be used in marketing, working from an historical perspective towards the rising popularity of content marketing.

WARC RECOMMENDS


WARC BRIEFING

Branded Content

Theories and trends in branded entertainment


RECOMMENDED CASES

Branded Content

Warc's pick of the most effective case studies


ADMAP

Branded Entertainment

A focus on brand-funded editorial content


ARTICLE FOCUS

Brand journalism

A new way of storytelling for advertisers


TRENDS

Real-time Response

How brands are reacting instantly to news events


CASE STUDY

AT&T: The Last Text

DMA Grand Prix winner aims to stop texting while driving